Customer Relationship Management (Modern Business Management Series Textbook)

Author: Jiang Lin, Editor-in-Chief
Publisher:
Publish Date: 2005-03-01
Features: Customer Relationship Management (CRM) theory has received widespread attention from both the business community and academia since it was proposed in 1997. To enhance the theoretical dissemination and practical guidance of CRM, the author has written this book on "Customer Relationship Management" based on the research findings of scholars from China and abroad, as well as the practical experiences of successful enterprises. This book combines vivid case studies to systematically and comprehensively introduce the theoretical framework of CRM and the latest research findings in related fields, providing operational methods, technical means, and implementation tools for implementing CRM. The book is divided into thirteen chapters, mainly covering topics such as customer and customer relationships, customer surveys, communication, and integrated marketing communication, customer satisfaction, customer loyalty, customer value, maintaining and preserving customer relationships, customer service management, modern customer relationship management systems, learning-oriented CRM, and customer rights protection. It is one of the most comprehensive works in China that elaborates on CRM theory.